In recent years, Nollywood films have started appearing on Netflix, and this change has been significant for the Nigerian film industry. Steve Ayorinde, a well-known film critic and former Lagos Commissioner for Tourism, spoke about this trend at the unveiling of the 2024 Africa Movie Academy Awards (AMAA) nominee list.
Ayorinde highlighted that the Africa Movie Academy Awards plays an important role in showcasing the talent of Nigerian filmmakers. He believes that events like AMAA help shine a light on the rich stories and creativity found in Nollywood. As these films gain recognition, platforms like Netflix are taking notice and offering Nollywood films to their global audience.
The ex-Lagos commissioner for information and strategy who has served on the juries for some of the world’s most recognised film festivals and awards, said: “AMAA has given filmmakers confidence and a platform to show themselves to the world that something great is happening here. Anyone nominated in any of the categories now has the world as their playground”.
“Your Hollywood, Cannes Film Festival, and Amazon Prime Video are waiting to see the AMAA winners this year so they can talk business. Let us see what you are working on. AMAA gives that platform to expose you to international collaborators. That is probably one of the biggest things you can get.”
Ayorinde also said streamers like Netflix are patronsising Nollywood films because of “quality storytelling, unique narratives, and artistic and technical expertise”.
“In terms of the technical aspect and the artistic aspect, I think we can compete anywhere, with anyone. But of course, do not confuse that, like in anything in the world, there are politics. There are global politics that may affect people coming from a certain part of the world,” he said.
“But in terms of artistic and technical competencies our films display qualities of the story that we tell, our own stories that we put forward, I think we can compete with anybody which is why your Netflix and other persons are interested in the stories that we are telling.”
However, Ayorinde also pointed out that even with this progress, there are still challenges in getting Nigerian films distributed worldwide. Many filmmakers in Nollywood face hurdles in reaching audiences outside Nigeria. But with platforms like Netflix, there is hope for more people to discover and enjoy Nollywood films.
Overall, Ayorinde’s insights reveal that while Nollywood has made significant strides, continued support and visibility are essential for its growth in the global film market. As Netflix continues to feature more Nollywood films, it could mark the beginning of a new chapter for Nigerian cinema on the world stage.
“Distribution might be a challenge. Which is a totally different scenario as to how our films are marketed,” he said.
“But in terms of the raw materials, I think we are there. The talents that are there, the technical expertise of our people who are trained all over the world in the best schools with the best filmmakers, I think they are ready to take the world. But there will also be a need for improvement.”
